talk has surfaced lately about the whether it makes sense to have a
total market strategy. Some contend that the intent of a "total market"
strategy---to recognize all potential consumers' needs, culture and
behavioral characteristics within a company's marketing strategy---is
too often misunderstood or not understood at all. This assertion has
resulted in approaches that homogenize how organizations
communicate with consumers, and it underemphasizes and even ignores
cultural nuances that work to powerfully connect consumers and brands.